Why would they launch Bing with stock video and photography? Wouldn't they have more money to invest in a major product launch?

Now this post is about more than a low budget spot that doesn't really make any sense it is about an idea.

If your product is a search engine or as they say in the spot a "decision engine" that provides better search, better results and cuts through the crap then prove it. Why wouldn't they buy keywords on Google, Yahoo, Ask, and in the place of the text ads show the results that Bing would have delivered. With the cost of this crappy spot and the media buy think of the breadth of keywords and text ads that they could have purchased.

Tuesday

Over the last few weeks, I've made a conscious decision to switch from Google to Bing. Not because I think that Google is terrible (it's not) but because I think that Bing represents one of the largest challenges against Google's current search methods (other that where Twitter live search could take us).

A few quick thoughts on Bing:

Visuals create comfort - I love the way that the interface takes a geographic visual and adds it to the background of the browser everyday. It brings a comfort to search and strips away the analytical side that we're used too from Google and Yahoo. Unlike Google which is boring (but straightforward), I want to have Bing as my landing page

Omnipresent Navigation - it's the little things that make a big difference. I think one of the most common search behaviors is clicking the back button in a browser after you've clicked on a link that doesn't give you the information you want. Bing gets past this by keeping a log of past histories with you as you search through links

Adjustable Settings (Images) - When I'm creating a presentation, I used to use Google Images to find the perfect shot to help make my point. The problem with that was that half of the images are tiny, poor quality and unusable. With Bing, I can sort images by size and quality. Now, when I find an image I like, I know it can be used.

Quality of Search - I've done a few comparison searches on Bing and Google and found the quality to be similar in terms of results. That being said, Bing limits the amount of links whereas Google gives the user all 10 billion of them. I like the more limited approach because it seems less daunting to sort through a few pages vs. a million.

To promote Bing, Microsoft recently released this TV spot:

Even though it seems to talk to Google pretty directly, I like the tone of the spot and think that it will drive initial trial of the service. The key to search though, as Google knows, it to make your service the doorway to the internet in the individuals browser. Could Bing do this? Potentially.

Sunday

A few weeks ago, a new microsite launched in Canada called whatsinyourbudget.ca. Although that URL might sound like a government site explaining the current bailout package, it's not. It's from Elemental - a global agency (though the campaign is Toronto based) - and it's a call to action for marketers across Toronto to rethink their agencies.

Unlike the traditional RFP process that most brands make agencies go through, Elemental is asking interested brands to fill out a small form and apply for their services. The winning agency will receive free strategic and creative servies for the campaign of their choosing (any prodcution or media won't come with the deal but still, it's a great prize - especially for a small to mid-sized business).

The campaign launched with a large street team moving through the central agency district in Toronto the way a protest moves through the streets. A Twitter page has also been launched to help support the campaign and the microsite provides additional materials to check out and help spread the word.

So does something like this work?

According to a colleague, the answer is yes. In the first 24 hours, the agency received a few applications and I'd assume that they are going to receive at least 20-30 over the campaign period (they've got direct mail to help support as well). What I'm interested in is what brand they select to represent and how the relationship grows over time.

At the end of the day, most agencies just want one chance with a new client to show them their capabilities - a small brief or challenge. If the client isn't impressed, you move on. If they are, you can suddenly find yourself drowning in a ton of new briefs.